Someone had to do it. When the iPhone was initially released, I speculated whether Apple itself would one day go into cars. While the end product seems far from what they do they don't really sell specific products. They sell objects that people become attached to. they don't become attached because it is an Apple product, but because Apple sell products in the areas of things people become attached to.

Computers, and Smartphones have that level of attachment. The other stand-out items are cars and houses. A lot of people define their identities by their choice of those items.